This week, we’re talking about SXSW, a Netflix Thai cave rescue series and brands spending more on audience data this year.

Brands will spend more on audience data this year. In a survey from the IAB 69% of respondents said they increased the amount spent on audience data and related solutions last year versus 2017.  Seventy-eight percent say they’ll invest more in 2019, and 15% expect to invest the same amount. Half of respondents said data regulation is the “main potential threat” to getting value from data. (MediaPost)

Netflix will co-produce a Thai cave rescue series. The streamer is making a miniseries about the dramatic rescue of 12 Thai boys and their soccer coach who were trapped in a cave for 18 days last year. Production company SK Global Entertainment, which brought us “Crazy Rich Asians,” will partner with the streaming service on the project. A few weeks after the rescue last year, about five separate movie adaptations were discussed, prompting the Thai government to set up an entity to help the boys manage interest in their story. (Hollywood Reporter)

“Office” creator sticks with Universal Television. Michael Schur made a multi-year deal to stay with Universal Television, according to Deadline. Schur co-created/executive produced some of biggest comedies in the past decide, including “Parks and Recreation,” “The Office,” “Brooklyn 99” and “The Good Place.”

Buzzworthy SXSW movies. Jordan Peele’s latest movie, “Us,” will show at the festival. It’s his first movie after Oscar-winning “Get Out.” Other talked about titles include Harmony Korine’s Matthew McConaughey vehicle “The Beach Bum” and “Long Shot,” in which Charlize Theron is playing a secretary of state running for president. See more on Variety.

See last week’s TV trends.

Posted by Felicia Greiff